CRM Special Report: St. Supery Vineyards & Winery Case Study
February 1, 2004

St. Supéry Vineyards & Winery, in Napa Valley, is an example of a marketer that has successfully implemented an outsourced CRM solution. Its objective was to increase the percentage of its business that is direct to consumer. St. Supéry determined that outsourcing was the correct path due to low start-up costs, access to leading technology and the ability to develop marketing campaigns on a “pay as you go” basis. Quaero worked with St. Supéry to design and build its marketing data mart, and its reporting and campaign-management capabilities. We also integrated customer-transaction detail (response-tracking information) from the vendor St. Supéry uses to support its

The Power of Referrals
January 1, 2004

How your customers can add extra profits to your bottom line A number of years ago, I was the marketing manager for a well-known book club. Twice a year the direct marketing department met with the president to review accomplishments and plans for the next marketing season. During this meeting, we shared the results of our programs and campaigns—direct mail, magazine advertising, package insert and member-referral. He looked at the line-by-line profit-per-customer acquired of each marketing initiative and declared, “Let’s do more of the member-referral program.” Those of us in the direct marketing division chuckled to ourselves. There were, after all, only so many

Editor’s Notes: Not-so-secret Discounts
January 1, 2004

The spirit of sharing was alive and well this past holiday season, but not in the way some marketers might have expected. Retailers often reward their employees with “friends-and-family” discount promotions meant to bring in a little more business and allow employees to help their loved ones do their holiday shopping. But as companies extend these discounts to online and phone orders via promotion codes that don’t require the remittance of a paper coupon, the far-reaching hand of e-mail has turned these efforts into friend-of-a-friend-of-a-friend discounts. In a Dec. 3 article in The Wall Street Journal (“The Discounts You Aren’t Meant to Have”), reporter

Channel Integration Strategies: Building the Ideal Customer Experience
September 1, 2002

Building the ideal customer experience By Linda C. Ireland Channel integration is a bit like customer relationship management—for every 10 people who discuss the idea, there are 15 definitions of what it is. And while integrating your channels generally sounds like a good idea, you may be struggling to define exactly why and how it can work for you. Channel Integration From Your Customer's Point of View It's easy to think integrating channels is about connecting all the places you sell your product or service—a Web site, catalog, land-based retail, resellers, etc. But let's look at channel integration from your customer's point

How Hilton Honors Its Loyal Customers
November 1, 2000

After you have taken care of customer service, what else can you do to show your customers that you care? Create a loyalty program that rewards best or frequent customers with bonuses, discounts or other goodies. Loyalty programs also present a great opportunity for partnering between non-competing brands. "Loyalty programs were created with an eye toward having that opt-in contract from consumers so that we'd give them something of value for their permission to contact them with future offers," says Jim VonDerheide, senior director, database marketing, Hilton HHonors Worldwide. "That's why the Hilton HHonors program has been and continues to be a very